Know When and How to Use Video in Your Business

The obvious news is that the use of video by businesses  is growing in popularity.  Video is allowing companies to brand themselves in different and exciting ways.  Companies are creating funny viral video clips that can generate thousands and even millions of video views, how-to videos that show and explain best practices for using their product/service and the traditional corporate video that show the capabilities and differential advantages of the company.

However, some companies are wasting time and money by using the wrong production skills for each genre of video.

Knowing how, when and why of producing these different genres of video will assist you with growing your company,  keep your brand image positive and avoid brand backlash.

Lets examine what production skill should be used on these different genres.

Corporate video – The corporate video is your business card,  its a part of your sales arsenal and presentation.  This is what you are presenting to prospects to purchase from you.  This is the one video you want professionally produced the same as your business cards and brochures.  Trusting your corporate video production to friends and family who are not professionals in corporate video production will damage the professional impact you are looking to achieve.

The same goes for companies that take your slide presentation and add an actor’s voice and animate the slides.  That is not using the power of video to its fullest extent. Video have the power to show you plant,factory, offices and different locations which proves your capabilities and highlight your key employees to showcase their expertise. Video have the power to bring to life testimonials from your best customers and show in detail how you work with your customers to solve problems. Why would you want a video with a bunch of slides, still pictures and a voice over when you can do so much more?

Take a look at the 3 examples below of how a corporate video can show facilities, company experts and client testimonies.

How – To Videos – How to videos show and tell customers and prospects how to use your product/service.  They are usually 3-5 minutes in length and can show the basic how to use or show how to tips on better ways of using your product/service.  These videos do not need professional video production companies but you should at least hire a good camera person who understand how to properly light the scenes and capture good audio.

Viral Videos – This genre of video is usually something funny that makes people laugh and viewers want to share it with others.  While there are profesional video companies producing viral videos you don’t have to that route.  Viral videos mostly look unprofessional like someone had a camcorder at the scene and just happened to filmed the scene.  If you want a good understanding of the elements of successful viral videos then read this article from the Wall Street Journal “Recipe for a Successful Viral Video Campaign.”

Commercials – If you plan to produce and air commercials on Broadcast/Cable/Satellite Television then you may want to go the profeesional way.  Broadcast companies have strict rules about the quality,  technical specs and delivery  media of commercials.  Choosing a non professional can cause your commercial to be rejected which will cost time and money.

Using video in your marketing mix can blast your business into the stratosphere or oblivion.  Knowing when to call in the professional is the difference.